The minutes of cartoons in our country in a short period of four years from 2003 to 2007 is  increased nearly 10 times ,and that of 2007 has got to 100,000 minutes. Many experts said that although our cartoon industry developed at an alarming rate, the domestic animation works have the low rate of return on investment. Lack of capability of independent and innovation, animation enterprises rely heavily on the state subsidies policy. Fuzzy-oriented policies, lack of professionals, single business creation is the three "magic spell." In the cartoon industry of China.

Policy: direct subsidies is the main method and the short-term effect is obvious.

Since April 2004 Administration of Radio launched  " some opinions about the development of China's film and television animation industry " ,the country have given cartoon production enterprises policy and capital support through the organization  assessment, targeted support and other means.  At the end of 2007 , Animation R & D institutions has reached more than 5400, China's cartoon industry formed a development model of. "policy-driven, financial subsidies" However, the market of animation products has  low recognition, low rate of return, such as the award-winning animation works in the 4th China International Festival, almost each investment costs more than 10 million yuan, but the best income is about 6 million yuan, difficult to achieve " good comment and good income."

Hailed as "the father of Avanti," the veteran Chinese cartoon figures Jian fang Qu considered that the state¡¯s determination and intensity in supporting animation industry's is beyond doubt, and the development of animation industry is obvious to all, but the key is "policy Support "should not become a" policy guidance ".The healthy development of animation industry ultimately depend on market recognition.

Some experts in the cartoon industry forum this year summit that state animation industry support should not only stay direct inputting in the animation produces, should b make greater efforts  in landing animation works, especially television animation works.How to let more domestic animation  showed on the screen to accept the test of the audience, should become the country's current focus on supporting the animation industry.

Talent: knowledge structure is irrational and  qualified personnel is not enough
Data shows that at present China has 447 colleges and universities which have created animation professionals, and 1,200 institutions associated with animation professionals, the number of students has got  to 100,000. However, the animation industry professionals with special needs, requirements employees not only have good theoretical quality,but also more extensive operational experience ;not only need good literary accomplishment, but also a comprehensive artistic expression. The traditional training model "master missionary work"-one-on-one couldn¡¯t meet the need of  outputing more than 180 cartoons. Elite institutions education courses (eg. the Beijing Film Academy) recruit only 3-5 students each year.However, institutions and popular mode of training courses cann¡¯t assure the quality of teachers and the teachers at  a high level are very few.

The animation production across the computer design, literature, art, and other disciplines.High input costs, long cycle, make only qualified practitioners gradually growing only in the process of carrying out simultaneous study and practice  The current shortage of qualified personnel in the animation industry has become the key factor in enhancing quality.

: National characteristics is not clear  and lack core competitiveness

In recent years, "Journey to the West" as a theme of animation works are produced endlessly, "Monkey King" has become a synonym for China's animation.China's animation products  are serious similar, and it is too difficult to show on the screen outstanding works such as "hyacinth brothers",and "Avanti " Qu Jianjun, said: "When I created the image of  'Avanti', I have visit Xinjiang, for several times and I also sorted out associated legends from the neighbour countries. 'Avanti' with a distinctive local and national characteristics, the unique humor expression and Nationalization costumes manners, are the important .reason for the image is always popular .
"First of all animation industry is a creative industry, no original content and brands, products deloped on the market  is very difficult." o Xiguang Chang said ,who is Jilin Institute of the Arts Dean of the Faculty of animation. Animation art takes life as its theme, through action and language to express rich feelings of people, using  exaggerated artistic expression, such as the "Mickey Mouse" and "Donald Duck" reflects the American-style humor  .  In the animation industry which homages content, "Says Wang," the animation industry, China's enterprises lack the core competitiveness and  the blindly follow suit is a widespread phenomenon. Mining the treasure of national culture, based on the demand of domestic audience, no doubtly should become the foothold of the development of China's cartoon industry in future.

Time: 2008-05-09 Source: Xinhua News Agency Author: Wei Li and Jingjing Duan.